For decades artists, chefs, surfers, environmentalists and others recognizedthat Todos Santos had that something special, a quality that couldn’t adequately be captured in print or photos, that needed to be experienced. Well, the Mexican government, amidst absolutely no oppopsition whatsoever, has finally admitted that magic does indeed exist. You’ll be plased to know that on October 23rd, 2006, Todos Santos, Baja California Sur was designated a “Pueblo Magico” (Magical Town) by the Mexico’s Secretariat of Tourism (SECTUR). This honor is given to ony a handful of towns around Mexico that set themselves apart for their magical and timeless feeling, natural beauty, cultural riches or historical relevance. The program was launched in 2001. Since then a total of 36 towns have earned the honor to call themselves Magical.

A Magical Town is the reflection of Mexico, of what it has done for its people, of who the Mexicans are, and of what makes them proud. It’s its people, people that through time and before modernity, was able to conserve, evaluate and defend its historical and cultural inheritance and is able to manifest it in its diverse expressions through its tangible and intangible patrimony. The Magical Towns are important localities with symbolic attributes, legend, history, and facts. In short, places with magic that emanates from each of their socio-cultural manifestations and that nowadays mean great opportunities for the enjoyment of tourists. In addition, a Magical Town is nowadays a distinguishing symbol, a recognized tourist mark and it is a duty of all people interested in their tourist development, to maintain it with the highest level of respect and fulfillment.

Admittedly, another objective of the Programa Pueblos Mágicos is to emphasize the tourist value of localities inside the country, to structure tourism, but in a way that is innovating and original and can respond to an increasing demand for culture, traditions, adventure and natural scenery. A Pueblo Magico is a place that has symbolic characteristics, legends, history, important facts, a simple daily life and the magic that emanates from each of its socio-cultural manifestation, and that today signify a great opportunity for the enjoyment of tourists.

Since 2001 the Secretaría de Turismo has invested in this program 178 million pesos through which it has been possible to raise 549 million pesos. The investment of the Federal, State and Municipal Governments has been used for the improvement and creation of infrastructure, services and urban image; tourist equipment; creation, improvement and rehabilitation of sites of tourist interest; creation, development and innovation of tourist product; professionalization and qualification of tourist sector employees; modernization of tourist small and medium enterprises and promotional programs.